A holiday campaign by Dole Packaged Foods poignantly uses teddy bears to illustrate its point about children going hungry this season.

The 30-second spot, the first global work created for the food company by St Luke's, first shows happy plush teddy bears with rounded bellies sitting in high chairs. But it ends with a noticeably thin teddy bear sitting forlornly on the stairs and the message that one in five children worldwide will go hungry this Christmas. 

The campaign, running on online video and social media, is a call to action to Dole's donation campaign for families in need; viewers are encouraged to make a monetary contribution via Save the Children. In addition, Dole Packaged Foods will also support families in the U.K. with product donations to charities FareShare and St. Mungo’s.

“Through a universal childhood icon — the teddy bear — we are living our purpose, raising awareness about the affordability and accessibility of proper nutrition and helping those in need today,“ said Isabelle Spindler-Jacobs, managing director, Europe, Dole Packaged Foods. “Through the Dole Promise and these tangible actions, we are taking steps toward systemic change on these issues critical to our future.”